The company approaches this transformational work through three main components: research, advisory services, and developing and mentoring people through editorial, events, and e-learning platforms. The RediscoveringBI publication and Spark! event series were launched with this goal. At the core of all three areas, O’Brien says the foundational approach is to “forget about architectures, forget about everything we’ve been doing for 20 years, get back to the basic principles of things, and really think about why we do something.”